The 'cheapest and quietest' times to Christmas shop at five UK supermarkets

Nicola Croal
·4-min read
woman at supermarket
-Credit: (Image: Getty)


It's the most wonderful time of the year for grocery retailers with new data revealing that supermarket sales hit £12.8bn over Christmas making it the busiest festive period on record for British food shops.

However, experts have predicted that 2024 will be even crazier with almost 30% of Brits confessing that Christmas food shopping is their worst nightmare.

To help you avoid the madness this holiday season, online supermarket Britsuperstore has analysed the UK's top five supermarket chains to reveal the perfect time to do your shopping at each one.

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If you want to find out the cheapest and quietest time to visit your favourite supermarket this Christmas then look no further as we have them listed below.

Aldi

Aldi
Aldi discounts products at the start and end of each day -Credit:Bloomberg via Getty Images

  • Busiest: Monday-Friday 5-6 pm, Saturday 12 pm, Sunday 3 pm

  • Quietest: Monday-Friday 8-9 am & 9-10 pm, Saturday 8-9 am & 9-10 pm, Sunday 11 am

  • Restock: Before opening & 3 pm (Special buys every Thursday & Sunday)

  • Reduction: Before 8 am & before closing (Fresh produce with red stickers typically discounted 30-75%)

Britsuperstore explained that store reductions are released at different times each day but mostly happen just before the store shuts.

Fresh products at a reduced price are marked with red stickers and are typically reduced by either 30% or 75% as they are at the end of their shelf life. Dried groceries and tinned food may also be discounted if they have imperfections.

Lidl

  • Busiest: Monday-Friday 12-1 pm & 5-6 pm, Saturday 12-3 pm, Sunday 12 pm

  • Quietest: Monday-Friday 8 am & 10-11 pm, Saturday 8 am & 10-11 pm, Sunday 4-5 pm

  • Restock: Late night & overnight

  • Reduction: Morning & before closing (Two-wave reduction system: first thing in the morning & few hours before closing)

Lidl's price reductions schedule vary from store to store but the majority of branches operate on a two-wave basis. Products are reduced first thing in the morning and a few hours before the store closes, although some stores may opt to make reductions throughout the day based on the volume of stock and sell-by dates.

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Tesco

  • Busiest: Monday-Friday 3-6 pm, Saturday 12-2 pm, Sunday 12 pm

  • Quietest: Monday-Friday 7 am & 8-11 pm, Saturday 7-9 am & 9-11 pm, Sunday 7-8 am & 10-11 pm

  • Restock: 6:30 AM

  • Reduction: Starts at 9 am (around 10% off), with further reductions between 4-5 pm (around 30% off). Best reductions around 8 pm (schedule may vary)

Tesco products are reduced at around 9am by 10%. Some products may be reduced further between 4pm and 5pm by around 30%. However, for the best offers, visit around 8pm but again it's important to remember that their discount schedule may vary by store.

ASDA (24 hours)

Asda
Asda reduces items three times a day

  • Busiest: Monday-Friday 5-6 pm, Saturday 1 pm, Sunday 12 pm

  • Quietest: Monday 6-8 am & 10-2 pm, Tuesday-Friday 10 pm-7 am, Saturday 12-7 am, Sunday 11 am & 4 pm

  • Restock: 10 pm

  • Reduction: Early morning (6-10 am), 5 pm, and 7:30 pm (schedule may vary)

Britsuperstore explains that ASDA reductions typically commence between 6 am and 10 am. There is a second wave of reductions at about 5 pm, and final reductions begin at around 7:30 pm. Again, discount schedules may vary from store to store.

M&S

  • Busiest: Monday-Friday 5-6 pm, Saturday 4 pm, Sunday 1-3 pm

  • Quietest: Monday-Friday 8 am & 8-9 pm, Saturday 8-9 am & 6-7 pm, Sunday 5-6 pm

  • Restock: 7 am

  • Reduction: Around 9 am (10% off), 2 pm (30% off), and after 4 pm (70-90% off)

At the majority of Marks & Spencer stores, there are three waves of reductions. The first wave takes place around 9 am, where some items may be reduced by 10%. The real reductions, however, begin around 2 pm. Here, products are normally reduced by 30%. The final wave of reductions happens after 4 pm, where products are reduced between 70% and 90%.

Director of Britsuperstore Richard Price has issued some additional general tips to save yourself money and time spent in queues this festive period

He advises to shop online where you will be able to check what's in stock to avoid queues and to not forget about budget retailers such as Home Bargains, Poundland and B&M where you can purchase good value food and own-brand spirits to save some pennies. You could save up to 30% on your shopping by substituting national brands with store brands.

Richard also recommends bulk buying and considering warehouse clubs such as Costco or Food Warehouse but remember to set a budget, make a list and avoid impulse buys.

Lastly, he urges shoppers to plan ahead with the goal of finishing your Christmas shopping by December 22 to beat the last minute mayhem.

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